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Games and Gamification in Market Research

Games and Gamification in Market Research

Increasing Consumer Engagement in Research for Business Success

Betty Adamou


Create intrinsic engagement in the research sphere through gamification; exploit existing and emerging technologies, and glean better-quality, untapped data that cannot be obtained through traditional surveying methods.

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About the book

Games are the most engaging medium of all time: they harness storytelling and heuristics, drive emotion and push the evolution of technology in a way that no other platform has or can. It's no surprise, then, that games and gamification are revolutionizing the market research industry, offering opportunities to reinvigorate the notoriously sluggish engagement levels seen in traditional surveying methods. This not only improves data quality, but offers untapped insights unattainable through traditional methods. Games and Gamification in Market Research shows readers how to design ResearchGames and Gamified Surveys that will intrinsically engage participants and how best to use these methodologies to become, and stay, commercially competitive.

In a world where brands and organizations are increasingly interested in the feelings and contexts that drive consumer choices, Games and Gamification in Market Research gives readers the skills to use the components in games to encourage play and observe consumer behaviours via simulations for predictive modelling. Written by Betty Adamou, the UK's leading research game designer and named as one of seven women shaping the future of market research, it explains the ways in which these methodologies will evolve with technologies such as virtual reality and artificial intelligence, and how it will shape research careers. Alongside a companion website, this book provides a fully immersive and fascinating overview of game-based research.

Table Of Contents

    • Chapter - 00: Introduction – From Playing Games to Making Games for Market Research;
  • Section - ONE: World of Understanding – Why Games? Why Gamification? And Why Now?;
    • Chapter - 01: Understanding Existing Issues in Market Research;
    • Chapter - 02: The Surprising Similarities between Digital Games and Online Surveys;
    • Chapter - 03: Games – A Breakdown of the Most Engaging Medium of All Time for Market Researchers;
    • Chapter - 04: The Multiple Sciences Inherent in Games and Their Benefits for Market Research;
    • Chapter - 05: Game Culture – A Showcase of Intrinsic Engagement to Help Market Researchers;
    • Chapter - 06: How are Games and Gamification Being Used Outside of Research and Entertainment?;
    • Chapter - 07: Debunking Misconceptions about Games and Gamification for Market Research;
    • Chapter - 08: Understanding the Gargantuan Differences between Games and Gamification for Research;
    • Chapter - 09: Comparing Gamified Surveys and Research-Games – When to Use Each Method;
    • Chapter - 10: Games as Experiential Simulations for Research and Insight;
    • Chapter - 11: What do Existing Studies Tell Us about Game-Based Research and the Opportunities for Further Exploration?;
    • Chapter - 12: Defining Game-Based Research – Creating a Lexicon for Research-Games and Gamified Surveys;
  • Section - TWO: World of Design – The Planning Stage;
    • Chapter - 13: Entering the Euphorium – Your Creative Space for Designing Game-Based Surveys;
    • Chapter - 14: Six Things to Consider Before Using Games and Gamification for Research;
    • Chapter - 15: A Taxonomy for Research-Games and Gamified Surveys;
    • Chapter - 16: A Vocabulary of Play – Using Game Terminologies for Game-Based surveys;
    • Chapter - 17: Designing your Game-Based Research – Outlining Ideas and Process;
    • Chapter - 18: Two Activities to Design and Inspire Your Game-Based Research;
    • Chapter - 19: Game Ideas for Market Research Focus Groups;
    • Chapter - 20: Applying Gamification to Market Research Online Communities (MROCs);
    • Chapter - 21: Dissecting my ResearchGame Designs – A Shortcut Guide to What I’ve Learnt;
    • Chapter - 22: Ethics Guidelines for Designing and Making Game-Based Surveys;
  • Section - THREE: World of Making – Putting your design into action;
    • Chapter - 23: A Power-Up Checklist – Documentation and On-boarding Techniques for Game-Based Market Research;
    • Chapter - 24: Differences between Tailor-Made and Ready-Made Game-Based Surveys;
    • Chapter - 25: Build Mode – Preparing to Make, Playtest, Maintain and Launch your Game-Based Survey;
  • Section - FOUR: World of Impact – Analysis, Insight and Your Role in Game-Based Research;
    • Chapter - 26: Data Analysis and Insight Hunting when Using Game-Based Research Methods;
    • Chapter - 27: Insight Games – Using Games to Distribute Research Insights for Maximum Impact and Engagement;
    • Chapter - 28: Your Impact – How You Can Contribute to the Evolution of Game-Based Research;
  • Section - FIVE: A New Market Research world – The Future of Data Collection and Participant Interaction;
    • Chapter - 29: Building a Career in Game-Based Research;
    • Chapter - 30: How will Game-Based Research Evolve with Virtual Reality, Augmented Reality and Artificial Intelligence?;
    • Chapter - 31: The Big Research-Game – Taking Research to the Next Level of Learning and Innovation;
    • Chapter - 32: Final Words

Book Details

  • EAN: 9780749483357
  • Edition: 1
  • Published: 3rd November 2018
  • Paperback
  • Format: 234x156
  • 344 pages

About the Author

Betty Adamou is the Founder and Chief ResearchGame Designer at Research Through Gaming. In addition to developing ResearchGames on behalf of Fortune 500 companies and academic institutions alike, Adamou also guest lectures, writes about and gives keynote presentations and talks on Game-Based Research Methods. Adamou has won multiple awards for her work in entrepreneurship and innovation in market research.

Betty Adamou